Seasons Greetings from SpringServe: Brand Safety

Core Improvements

Expanded IVT Protection

SpringServe has partnered with the premier verification service in the industry for improved brand safety optimizations. On your Supply Tags, you have two options for additional verification: Pre-Bid IVT Blocking and Post-Imp IVT detection.

Post-Imp IVT Detection

When you enable Post-Imp IVT detection, analysis is conducted after the impression occurs to determine if it is IVT. You will be able to run reports to determine domains against which to optimize. Post-Imp IVT detection is available for both your Supply Tags and DC Supply. We recommend running Post-Imp IVT Detection on all DirectConnect.

Pre-Bid IVT Blocking

When you enable Pre-Bid IVT Blocking, the request is analyzed when it comes into the adserver. If it is deemed to be IVT, then the request will be blocked and an empty VAST response will be returned. Pre-bid IVT Blocking is currently available for Supply Tags and not DC Supply. Note that Post-Imp IVT is automatically enabled for any Supply Tag that is enabled for Pre-Bid IVT Blocking.

You should note that Pre-Bid IVT Blocking does not block 100% of IVT requests. The data that is available at the time of request is used to determine if it is IVT. It is possible for a request to be allowed through Pre-Bid IVT Blocking and when it is analyzed post-impression it is determined to be IVT. There is much more data available to use for analysis post-impression, which is why you still may see IVT imps if you have Pre-Bid Blocking enabled.

Tag Health

If you have supply that has been flagged, you should talk to your supply partner immediately about getting their inventory cleaned up. For Supply Tags, you should enable Pre-Bid Blocking. For both your Supply Tags and your DC Supply, if you have Post-Imp IVT Detection enabled, you will be able to view domain reports and inform your partners of offending domains and block them on the supply targeting level.

Reporting Improvements

Pre-Bid and Post-Imp IVT Reporting

IVT data is shown in the Full view of reports; it is available and accurate from December 11, 2016. Requests that have been blocked by Pre-Bid IVT Blocking appear in reports under the Blocked (Pre-Bid IVT) column, which is available in the full view of a report. You will also see the percentage of requests that were blocked by Pre-Bid IVT Blocking in the column called Blocked % (Pre-Bid IVT). Requests that are blocked based on Supply Tag targeting are shown in the Blocked (Targeting) column. Blocked (Total) shows all requests that were blocked based on either Supply Tag targeting or Pre-Bid IVT Blocking. Note that this data is unavailable for Detected Domains, because a domain can only be detected if a request is not blocked.

All impressions that have been served are recorded in the column Impressions. Impressions that have been deemed IVT by Post-Imp IVT Detection appear in reports under the IVT Imps column. You can run these reports for both supply and demand. Note that Post-Imp IVT data has a delay of 8 hours.

Moat Data on your Demand Tags

Moat data is still available to you, so you have two tools in your belt to optimize against IVT. Furthermore, in the Traffic Quality Report center, you are now able to select Demand related dimensions.

Country Reporting

When you report by country, you will now see the name of the country, as well as the two-letter code.

Additionally, when targeting by country, you will now see the two-letter country code in parentheses after the country name.